No matter what you do you have to know how to write. More than that, there will come a time when you have to write something that causes people to take action. Whether you are in sales, marketing, teaching, or ministry, you are a salesperson. You may have to sell an item, a concept, a course, or an idea.

Today I heard a master copy writer speak about how to write things that move people to take action. He narrowed the whole process down to four steps. When you are writing copy that converts, it’s important to do these four things:

Here’s who I am. Your reader needs to know who you are. It’s important to make a personal connection. Start by sharing something about yourself with which your targeted reader will identify.

Here’s what I have for you. Once you have introduced yourself, show your reader what you have for her. Whether it’s an item, a concept, a course, or an idea, explain it with colorful and creative language.

Here’s why it matters to you. If any of these four steps would be the key, this is the one. Your reader won’t buy or take action unless what you are “selling” matters to her. Speak into the heart and mind of your reader as best you can.

Here’s what I want you to do next. Create a call to action. Be specific. Don’t be afraid to ask. Refuse to back down.

This structure would work for:

a sales email

a sermon (with proper distinction between Law and Gospel)

a newsletter article

a lesson plan

a Facebook post

Here’s what I want you to do next: Try writing something according to this structure.

How do you get people to take action?

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Disclosure of Material Connection: Some of the links in the post above are “affiliate links.” This means if you click on the link and purchase the item, I will receive an affiliate commission. Regardless, I only recommend products or services I use personally and believe will add value to my readers. I am disclosing this in accordance with the Federal Trade Commission’s 16 CFR, Part 255: “Guides Concerning the Use of Endorsements and Testimonials in Advertising.”